PENGARUH BRAND SATISFACTION, BRAND TRUST, UTILITARIAN VALUE DAN HEDONIC VALUE TERHADAP BRAND LOYALTY PENGGUNA SMARTPHONE IPHONE DI KOTA PALEMBANG

., Jevon (2018) PENGARUH BRAND SATISFACTION, BRAND TRUST, UTILITARIAN VALUE DAN HEDONIC VALUE TERHADAP BRAND LOYALTY PENGGUNA SMARTPHONE IPHONE DI KOTA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

ABSTRACT This study aims to examine the influence of Brand Satisfaction, Brand Trust, Utilitarian Value and Hedonic Value on Brand Loyalty of iPhone smartphone users in Palembang city. The sample used in this research is 100 people in Palembang City by using Non-Probability Sampling method. Hypothesis testing usingMultiple Regression Analysis using SPSS 24.0 program. The results of this test states that 1) Brand Satisfaction has a positive but insignificant impact on Brand Loyalty, 2) Brand Trust has a positive and significant impact on Brand Loyalty, 3) Utilitarian Value has a positive but insignificant effect on Brand Loyalty, 4 ) Hedonic Value has a positive but not significant effect on Brand Loyalty, 5) Simultaneously the dependent variable has a positive and significant influence on the independent variable. Based on adjusted R square value of 0.430 or 43%. This means that 43% of Brand Loyalty variables of Iphone users can be explained by Brand Satisfaction, Brand Trust, Utilitarian Value and Hedonic Value variables. While the remaining 57%, Brand Loyalty variable can be explained by other variables that are not researched in this research. Keywords : Brand Satisfaction, Brand Trust, Utiliatrian Value, Hedonic Value and Brand Loyalty

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